Coca Cola: Love Seats

Continuing Coke's global 'Open Happiness' platform, Ogilvy, Singapore wanted to create something that would bring people together and turn strangers into friends in the process.

To bring people together, we came up with the 'Love Seat', a specially designed bench, built on an angle that made it impossible not to slide. Every time someone chose to sit on it, they would end up sliding into another person, creating an instant connection. It's the ultimate ice breaker. 'Love Seats' were placed in parks, universities and bus stops across the country, creating opportunities for countless new friendships to be made.Because this was a branding campaign and part of the global 'Open Happiness' brand platform, our task was to reengage people in the brand.

But over the first three days of installation we saw - Thousands of bums on the seats - Hundreds of new friendships made - 17 potential romances (phone numbers were exchanged, fingers crossed) - Oldest participant - 65 years old, Youngest - 3 years old - 1 hissy-fit from child when not allowed to play on the bench by mum - 0 splinters.